{"id":30137,"date":"2021-09-02T13:40:57","date_gmt":"2021-09-02T11:40:57","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=30137"},"modified":"2023-04-06T14:05:16","modified_gmt":"2023-04-06T12:05:16","slug":"marketing-2022","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/marketing-2022\/","title":{"rendered":"Je va\u0161 marketing pripravljen na prelomno leto 2022?"},"content":{"rendered":"\n

Po izjemno te\u017ekem letu, ki so ga zaznamovale pandemija in razli\u010dne oblike dr\u017eavne pomo\u010di v ve\u010dini razvitih gospodarstev, se vse bolj vra\u010data optimizem in vnovi\u010dna gospodarska rast. Globalna gospodarska rast<\/em> naj se bi do konca leta 2021 ali v za\u010detku leta 2022 vrnila na predpandemi\u010dne nivoje. Najbolje, vsaj zaenkrat, ka\u017ee Kitajski. <\/p>\n\n\n\n

Leto 2021 bo zaznamovalo tudi prvo usklajeno delovanje treh osrednjih trgovinskih podro\u010dij (ZDA, EU in Kitajska)<\/em> na podro\u010dju razvoja trajnostnega gospodarstva in zelene infrastrukture. Seveda z namenom skupnega boja proti klimatskim spremembam.     <\/p>\n\n\n\n

A najve\u010dji premik \u2013 pomemben tako za globalna kot slovenska podjetja\u2013 je pospe\u0161ena digitalizacija<\/strong>. S tem mislimo na digitalizacijo dveh klju\u010dnih podro\u010dij: posla in zasebnosti. <\/p>\n\n\n\n

V nadaljevanju preverite, kako ustrezno pripraviti svojo marketin\u0161ko strategijo za 2022 <\/strong>(nekatere aktivnosti lahko vpeljete \u017ee v Q4 2021).<\/p>\n\n\n\n

Vse ve\u010d aktivnosti potro\u0161nikov se digitalizira\u00a0<\/h2>\n\n\n\n

Zasebna uporaba digitalne sfere se je seveda v \u010dasu pandemije zvi\u0161ala. PwC poro\u010da, da je pribli\u017eno tri \u010detrtine udele\u017eencev njihove raziskave v ZDA potro\u0161ilo ve\u010d za tehnolo\u0161ke nakupe in ve\u010d \u010dasa namenilo uporabi spletnih storitev. <\/p>\n\n\n\n

Medtem jih slabe tri \u010detrtine pravi, da so v pandemskem letu ve\u010d \u010dasa in denarja namenili za uporabo digitalnih medijev, enako visoka rast se dogaja tudi pri uporabi digitalne sfere za namene zdravja in dobrega po\u010dutja. PwC napoveduje, da se bodo ti trendi obdr\u017eali, zato je pomembno, da podjetja temu prilagodijo svoje strategije za leto 2022. Preverite, kako.<\/p>\n\n\n\n

5 strate\u0161kih napotkov za pripravo marketin\u0161ke strategije\u00a0<\/strong><\/h2>\n\n\n\n

Kaj vse to pomeni za marketin\u0161ke strategije podjetij v letu 2022, ne glede na to, iz katere panoge prihajajo?<\/p>\n\n\n\n

1. Predpandemi\u010dni trendi bodo rasli eksponentno<\/h3>\n\n\n\n

Da bi podjetja ostala v mislih potro\u0161nikov, jim morajo ponuditi inovativne vsebine in digitalne naprave, ki bodo omogo\u010dale \u010dim bolj\u0161o izku\u0161njo. <\/p>\n\n\n\n

2. Pove\u010dana spletna potro\u0161nja zahteva vlaganja v digitalno infrastrukturo <\/strong><\/h3>\n\n\n\n

Nadaljna rast uporabe vsega, kar je spletno, prina\u0161a podjetjem sicer vi\u0161je prihodke, a hkrati tudi ve\u010dje potrebe po vlaganjih v digitalno infrastrukturo. Zato morajo podjetja poskrbeti tako za ustrezno mo\u017enost hrambe kot tudi mo\u010d obdelave podatkov. <\/p>\n\n\n\n

3. Analizirajte podatke potro\u0161nikov za bolj\u0161o segmentacijo <\/h3>\n\n\n\n

\u010ce npr. veste, da so uporabi o\u010dal za virtualno resni\u010dnost bistveno bolj naklonjeni milenijci, to upo\u0161tevajte pri pripravi post-pandemi\u010dne tr\u017eenjske strategije, pravijo analitiki PwC.<\/p>\n\n\n\n

4. \u010cetudi mladi potro\u0161niki hitreje posvajajo uporabo novih tehnologij, ne prezrite ostalih skupin potro\u0161nikov<\/h3>\n\n\n\n

\u00bbStarej\u0161e\u00ab populacije so \u0161e vedno bolj zveste uporabi mobilnih in spletnih storitev. Tega nikar ne zanemarite.<\/p>\n\n\n\n

5. Ne pozabite na mlado populacijo, tudi na tiste, ki \u0161e niso pri\u010deli z delom<\/h3>\n\n\n\n

Ker ta generacija odra\u0161\u010da vzporedno z izjemno hitrim tehnolo\u0161kim napredkom, ne zanemarite njihove predanosti tehnologiji. Gre namre\u010d za bodo\u010do velesilo potro\u0161nikov.  <\/p>\n\n\n\n

Kaj to pomeni za va\u0161 marketing?<\/h2>\n\n\n\n

Boj za pozornost, \u010das in denar potro\u0161nikov se \u0161e bolj seli na splet in v digitalno sfero<\/a>, pravijo ugotovitve raziskave IAB Outlook 2021. Zato bodo morala podjetja najti na\u010dine, da bodo potro\u0161nikom ponudile vi\u0161jo dodano vrednost. Pri tem je potrebno vzeti v obzir, da so se nakupne poti spremenile. Pozornost potro\u0161nikov je precej bolj razpr\u0161ena kot pred pandemijo, to pa pove\u010duje pritisk na tradicionalni marketin\u0161ko-prodajni lijak. <\/p>\n\n\n\n

Z vsako novo aplikacijo, spletno stranjo ali novo spletno storitvijo se boj za pozornost potro\u0161nika \u0161e dodatno zaostri. Biti druga\u010den in ponuditi nekaj \u0161e bolj posebnega, bo razlikovalo med bodo\u010dimi zmagovalci in pora\u017eenci. Eden od strate\u0161kih ciljev v 2022 in prihajajo\u010dih letih bo torej gradnja ter vzdr\u017eevanje dolgoro\u010dnih odnosov s strankami in potro\u0161niki.  <\/p>\n\n\n\n

Nov pomen vrednosti \u2013 tudi za osebne podatke<\/h2>\n\n\n\n

\u010ce je bilo neko\u010d dovolj za uporabo, da je bila neka storitev brezpla\u010dna, se bo to kmalu spremenilo. Ve\u010dkratna slaba (uporabni\u0161ka) izku\u0161nja je zadosten razlog za prekinitev uporabe, tako pravi skoraj 60 % anketiranih ameri\u010danov. <\/p>\n\n\n\n

Kopja se bodo \u0161e naprej \u2013 in kot ka\u017ee \u0161e bolj \u2013 lomila pri varovanju osebnih podatkov. Potro\u0161niki namre\u010d ne vedo, kaj se v resnici dogaja z njihovimi podatki in kako so ti za\u0161\u010diteni. Zato so izjemno previdni pri dajanju osebnih podatkov. Skrb za varovanje zasebnosti se vse bolj ka\u017ee kot edina resna nevarnost nadaljnji uporabi digitalne sfere. Kar 85 % anketirancev v globalni raziskavi PwC pravi, da si \u017eelijo, da bi \u00bbbilo ve\u010d podjetij, katerim bi lahko zaupali svoje podatke\u00ab. Kar nakazuje na veliko vrzel zaupanja potro\u0161nikov. <\/p>\n\n\n\n

Kar se zdi, kot \u0161e ena razvojna stopnja v identiteti potro\u0161nikov, ki jo mora marketing vzeti v obzir. Pri tem ne smemo pozabiti na morebiten konec uporabe drugih pi\u0161kotkov (third party cookies). Oboje tvori mo\u010dan argument za uporabo DTC (direct to consumer) modela, saj bodo la\u017eje uspela podjetja, ki bodo neposredno nagovarjala potro\u0161nike in ustrezno poskrbela za podatke strank. <\/p>\n\n\n\n

Kako vam lahko pomagajo nove prebojne tehnologije?<\/h2>\n\n\n\n

Mobilna tehnologija pete generacije (5G) bo v marketing prinesla nove mo\u017enosti. Medtem ko se pokritost z 5G hitro \u0161iri v razvitem svetu, bo najve\u010dje koristi nove tehnologije verjetno dele\u017een manj razviti del sveta, kjer sedaj nimajo ustrezne pokritosti. <\/p>\n\n\n\n

Sicer pa 5G izbolj\u0161uje predvsem uporabni\u0161ko izku\u0161njo na vseh mobilnih in digitalnih napravah. Marketin\u0161ki strokovnjaki si veliko obetajo od uporabe novih tehnologij, kot sta obogatena resni\u010dnost (AR) in navidezna resni\u010dnost (VR).<\/p>\n\n\n\n

S tem, ko se spreminjajo dinamike nakupnih poti potro\u0161nikov in se vse bolj krepi nadaljnja digitalizacija, se bo spremenil tudi marketing. V ospredje prihajajo oblike ogla\u0161evanja, ki omogo\u010dajo takoj\u0161en odziv in so strate\u0161ko ume\u0161\u010dene na nakupni poti potro\u0161nika. Tehnolo\u0161ki razvoj pa bo moral omogo\u010diti bolj\u0161o uporabni\u0161ko izku\u0161njo v podatkovno bolj varnem okolju. Vse to je potrebno upo\u0161tevati ob izbiri marketin\u0161ke strategije za preostanek leta 2021, predvsem pa za leto 2022. Digitalni marketing<\/a> bo pomembnej\u0161i kot kadar koli. <\/p>\n","protected":false},"excerpt":{"rendered":"

Izjemen pospe\u0161ek digitalizacije, ki ga je prinesla pandemija, mo\u010dno spreminja pri\u010dakovanja in navade potro\u0161nikov. Zato morate \u017ee danes razmi\u0161ljati, kak\u0161na bo va\u0161a marketin\u0161ka strategija v Q4 2021, predvsem pa, kako bo va\u0161 marketing deloval v 2022.<\/p>\n","protected":false},"author":13,"featured_media":30142,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-30137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"\nJe va\u0161 marketing pripravljen na prelomno leto 2022?<\/title>\n<meta name=\"description\" content=\"Marketing v letu 2022 bo zaradi pandemije \u0161e bolj digitaliziran, spreminjajo se tudi zahteve potro\u0161nikov. 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